Packaging Design

OVERVIEW

This course is an introduction to packaging design. We have moved beyond the function of protecting against damage or spoilage. Now it’s about the experience; how it makes us feel, look and speak. The package needs to entice the potential buyer through inviting graphics and entertaining visuals. The functional qualities of the packaging must keep up with consumers’ changing lifestyles.

We will be exploring modern consumer packaging design and branding, as they are interconnected. Today the definition of packaging includes the packaging of entire brands, not just specific products. Leading companies like Target, Nike, Whole Foods, Starbucks are brands whose packaging extends to the retail experience. We see that locally as well with innovative companies like Colectivo. We will be researching product segments, conducting competitive analyses, and defining consumer target markets. We will be developing a single package, then a multi-pack and a social media campaign.

objectives

The coursework is designed to enable students to:

• Advance design thinking skills

• Design in three dimensions

• Create Innovative product positioning

• Develop competencies in brand strategy

• Expand primary and secondary research tools and techniques

• Develop strategic design briefs

• Understand the production process from prepress to completion

• Integrate rapid prototyping techniques into the design process

• Advance project management skills (time, organization, risk, etc.)

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